On March 24, Harlequin published its first books in its new mass market paperback Max format (MMP Max), and a second group was published on April 21. The company said that the format, with a slightly larger trim size than standard and premium mass markets, has been "positively received by retailers and consumers."
Harlequin is publishing four titles a month in MMP (Max) format, all priced at $9.99, over the next several months and will have a full rollout across all Harlequin mass market titles in September (August on-sale dates). Series are not included in the rollout. A division of HarperCollins, Harlequin publishes 100 titles a month in print and digital formats.
The first four titles appearing in MMP Max format were The View from Alameda Island by Robyn Carr (Mira), White Pine Summer by Sherryl Woods (Mira), Heartbreaker by BJ Daniels (HQN) and The Heart of Home by Nora Roberts (Silhouette Single Title).
Harlequin created the larger MMP Max format in fall 2019 and found through consumer research that readers preferred the reading experience: "The larger, more comfortable size that fit better in hands, the higher quality paper, the larger font and more space on the page, and the fact that the book lays flat during the read, without the spine cracking, akin to a trade paperback."
Harlequin CEO Craig Swinwood said, "We knew there was a need for an innovation in mass market paperbacks. From our consumer research and early discussions with authors, agents, and retailers, we were confident that MMP Max would be received positively when we launched, but the feedback in the last month is even better than expected. Readers are choosing this format because it's standing out on shelves and has a premium look and feel."
Dennis Abboud, CEO of ReaderLink, said, "Consumer interest in the traditional mass market format has been fading for the last several years. We applaud Harlequin's innovation, and we believe that the new MMP Max format will reinvigorate mass market book interest. Initial results have been very promising, and we expect that more growth will occur as consumers gain more understanding of the MMP Max format's considerable attributes and value."
Literary agent Liza Dawson of Liza Dawson Associates called the new format "a game changer. It's a series of seemingly small changes, but overall, the reading experience is far more satisfying. I think readers will be reaching for these books and will be very comfortable giving them as gifts."